Thanks to Mozilla Firefox extensions Adblock Plus and Filterset.G Updater, I surf an internet free of pop-ups, banner ads, flash ads, and even text-based Google ads. In 2004-2005, this type of software was a popular thing to cry foul about. Advertising giant DoubleClick warned “publishers would have to start charging for content.” Companies like Falk eSolutions produced anti-ad-blocker technologies in what seemed the start of an internet ad arms race. This post in the Spring 2005 COS 491 blog has an interesting discussion of whether browser ad blockers are contributory copyright infringers.
No legal battles ensued. This is particularly interesting because it’s been the most pivotal year in the software’s confusing history. When I downloaded the predecessor, Adblock, in Summer 2005, it would block images through filters the user defined manually. You could right-click on an image and click “Adblock” to block the image and (optionally) all images from that source. The ads would load, and only be hidden when the page was fully loaded. From a policy perspective, the significant thing about earlier versions of Adblock is what they didn’t do. They did not automate the advertisement filtering and blocking process, nor provide the users many ways to block ads without hand-picking. To benefit, a user had to be highly motivated to avoid ads, so people who used the extension arguably woudn’t respond to advertising anyway.
In the past year, the tool has become more sophisticated, offering:
(1) Compatibility with the Filterset.G Updater
This tool automatically updates a well-maintained set of filters and regular expressions every 4-7 days. Once a user has this installed along with Adblock Plus, few ads make it through. This “block by default” possibility has the potential to become a hot issue, since the ease of installation may tempt even the users responsive to ads. Few users like ads on the internet, and if the feature becomes popular enough it may seriously disrupt advertising revenue.
(2) Ads are blocked, not hidden
In the last few versions of the software, pages load without ever displaying the ads. Advertisers argue that this reduces consumer choice, since they don’t know what is being blocked. Technically that isn’t true - clicking the “Adblock” button in the corner of the browser generates a list of blocked elements - but it requires an active decision to view the ads.
(3) Whitelisting
This feature enables users to mark sites and domains on which they don’t want blocking. It’s convenient when a site has a lot of graphics, animations, and other “false positives” the plugin may pick up, or when a user actively wants to view ads. I think this actually makes the software more threatening to advertising revenue. One of the top complaints about Adblock was its tendency to block relevant site content. Now that this issue is fixed, the software is much more useful. It also weakens advertisers’ main argument, that software might over-zealously block ads against a user’s will.
(4) The “Support Website” Option
I discovered this interesting addendum while searching through the preferences just now:
The purpose of Adblock Ad Hiding is to allow you to support your favorite web site. By adding to your favorite site on the list below the adverts will be downloaded and detected by the site as having been viewed. Since sites, except those who only earn per click, earn revenue for the number of times the ads are viewed this will help them financially.
Interesting. It’s a minor feature in Adblock yet it points to one of the major flaws of the Pay-Per-View advertising model - that what’s detected as a “view” isn’t necessarily one. The move to pay-per-click is wise, but until all advertisers do this, features like this weaken advertisers’ “pity the poor web developer” arguments.
Another noteworthy change is that the Firefox web browser has grown in leaps and bounds the past year. The release of Firefox 1.5 in November coincided with the product gaining 10% of the browser market share. From personal experience, 1.5.0.3 has eliminated most of the bugs that plagued the 1.0 versions, creating a product that’s professinal-quality and better than IE by any sane standard. As more people use Firefox, more people will use Adblock, more people will realize they can view an ad-free internet, and chaos will descend upon the internet revenue structure - right? This pleads the question, should policymakers act?
I think the answer is something that can be applied to many of the legally questionable technologies we’ve discussed in class, and it has to do with scaleability. At what point does a technology become significant enough that it makes economic sense to go after it? No more than 10% of Firefox users use Adblock or some variant. So the loss of advertising revenue is negligible.
It is also hard to draw a legal boundary here, as ad blocking can also be accomplished, through customizing the HOSTS file. So outlawing all “ad blocking” would have too wide a scope. What about “all ad-blocking browser tools”? That would take us back to the age before built-in popup blockers, an idea I think causes universal cringing. I suppose forbidding “all ad-blocking browser tools that allow dynamic updating of filters” could work, but it would probably just increase Adblock adoption by giving it what it really lacks - publicity.
While this software may harm advertising revenue in theory, I think it represents a good opportunity for advertisers to re-evaluate their tactics, as they did successfully after blocking pop-up advertising became standard.